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This paper aims to develop place branding theory toward the accommodation of a multifaceted understanding of value and value negotiation by Nordic branding actors by way of answering the following question: How is Nordicness appropriated by Nordic branding actors and what value regimes are drawn on in the process?

Using field data from a selection of branding actors and sectors in Norway, Sweden and Denmark, a qualitative analysis of Nordic branding performances is used to unpack the negotiations of valuation of worth.

The analysis identified three principle orders of worth behind Nordicness (civic, green and inspired) that are negotiated through compromises between orders of industry and domestic and by contesting the orders of fame and market. The findings indicate how Nordicness is performed as principle worths and tensions and how these are rendered meaningful as propositions of “value as difference” as they are performed in practice by brand actors.

Several studies focus on how place branding “adds value;” however, few studies have been aimed at unpacking how a “value universe” is negotiated as a more complex understanding of worth or “value.” This study thus opens up for branding heterogeneity, which signifies awareness of competing notions and orders of worth among small- and medium-sized enterprises and other central stakeholders; this could further inspire interdisciplinary, value-based research into the potential contingencies of (product) branding and place branding in other contexts and regions.

Ideas related to “the Nordic” are important in the reconstruction of national identities in Denmark, Finland, Iceland, Norway and Sweden, and these countries’ modern national narratives are structurally highly similar. At the same time, there are clear differences between the Nordic countries regarding their national images. The purpose of this study is to a examine the relationship between ideas of the Nordic and national images through a qualitative study of brand manifestations on Nordic web portals for foreign visitors.

The two guiding research questions are: How do Nordic branding strategies and national stereotypes impact on nation-branding content toward visitors in the Nordic region? What traces of the Nordic as a supranational concept can be found when the Nordic is translated into concrete national brand manifestations? The analysis focuses on brand manifestations such as brand visions, codes of expression, differentiation, narrative identity and ideologies.

The analysis shows that clichés about the nations prevail in contemporary brand material and that Nordic branding strategies impact on the portals in diffuse and implicit ways. There are, however, some important common denominators, pointing toward a new Nordic brand related to exotic, untouched yet easily accessible nature, with a focus on pure, fresh and clean food with new tastes, in combination with happy and welcoming people.

The results from the study contribute with insight in how ideas of the Nordic on a supranational level transform when used in concrete and practical branding material. Further, this paper proposes a new Nordic branding focus, which contests traditional Nordic ideas.

The study aims to explore the concept of the indigenous and how Greenlandic and Sámi indigeneities is expressed, made sense of and contested within a Nordic context by using the Eurovision Song Contest as a branding platform.

Initiating with an introduction of the historical and political contexts of Sámi and Greenlandic Inuit indigeneity, the study compares lyrics, stage performances and artefacts of two Sámi and Greenlandic contributions into the European Song Contest. This is used to discuss the situated ways in which indigenous identity and culture are branded.

The study shows how seemingly “similar” indigenous identity positions take on very different expressions and meanings as Arctic, indigenous and global identity discourses manifest themselves and intertwine in a Greenlandic and Sámi context. This indicates, as we discuss, that indigeneity in a Nordic context is tightly connected to historical and political specificities.

The study argues against a “one size fits all” approach to defining the indigenous and even more so attempts to “pinning down” universal indigenous issues or challenges.

The study highlights how decisions on whether or how to use the indigenous in place or destination branding processes should always be sensitive to its historical and political contexts.

By focusing on the most prevalent European indigenous groups, the Sámi from the Northern parts of Norway and Greenlandic Inuit, rather than existing nation states, this study expands on current research on Eurovision and nation branding. By exploring the role of the indigenous in place branding, this study also contributes to the existing place branding literature, which overwhelmingly relates to the branding of whole nations or to specific places within nations, such as capital cities.

The purpose of this paper is to investigate inhabitants of Finland and their continuing efforts to narrate a national identity within the constraints imposed by discursive meanings of Finnish culture through the experience of sauna.

Data collection comprised semi-structured interviews with Finnish local residents and entrepreneurs; these were supplemented with secondary data including books, articles, advertisements and documents referencing sauna in the context of Finland.

The analysis and interpretation by the authors show that the symbolic resource of sauna constitutes the legitimation of Finnish nation branding discourses at three levels: regulative, normative and cultural-cognitive; we label these sauna governance, communal identity creation and mythmaking, respectively.

The research contribution reveals that nation branding discourses are also forms of legitimation work. Finnish nation branding discourses are interwoven with sauna as the symbolic resource of “Finnishness” and become conduits for the expression of discursive meanings. This demonstrates that institutional legitimacy is an intrinsic aspect of the ways place branding discourses can be used as a mode of governance (i.e. a policy instrument).

The purpose of this paper is to validate previous research in ethical branding by testing a conceptual framework on corporate branding using “the conscientious dimension”.

This article tests a framework for conscientious corporate brands (CCBs) by investigating environmental and climate change issues as well as internal and external corporate codes of ethics as CCB dimensions. The empirical context is based upon South African business‐to‐business relationships.

The findings indicate that four distinctive conscientious corporate brand dimensions exist.

This current study contributes to the better understanding of and more knowledge on conscientious corporate brand values. Opportunities for future research are provided as the study has explored new aspects of corporate branding.

This study offers managerial implications particularly for practitioners located in emerging markets such as South Africa.

This study validates the multidimensional nature of CCBs.

Today, the need for renewable energy is rising steadily. Various steps are being taken by nations to address the rising need. The developments occurring in proportion to the industrial structures and economic levels of the countries, these efforts, the political structure of the country, some established patterns from the past, and many other external factors affect the use of renewable energy and therefore sustainable development, which has been one of the most important agendas since the early 1990s. In this study, it is examined whether certain characteristics of the Scandinavian Welfare Model affect the background of this successful image of Finland, Denmark, and Sweden, which rank in the top three positions in both the Global Energy Innovation Index and the Sustainable Development Report. As a result, although the use of fossil fuels increases the ecological footprint in the Scandinavian countries, which are evaluated as in the rest of the world, continuing the principles of innovation, trust, equality, openness, and sustainability with determination, the Nordic approach has not departed from the welfare state principle compatible with its own codes, unlike the transformations experienced by other welfare regimes, and has become a distinctive factor.

The purpose of this paper is to identify links between the components involved in ecodesign orientations (EDOs) and the integration of ecological criteria into Scandinavian wooden furniture industries. The purpose of identifying these links is to recognize possibilities and gaps in wooden furniture product development and branding opportunities to deepen customer engagement with the Scandinavian country-of-origin (COO) brand.

The application of ecodesign in Scandinavian wooden furniture industries was studied using survey data gathered from Nordic wood furniture designers. Factor analysis was used to identify the general types of Scandinavian design styles (SDSs) and EDOs implemented in the Scandinavian wooden furniture industry. The SDS and EDO impacts on the integration of ecological design criteria were modelled using logistic regression analysis.

The integration of ecological criteria by Nordic designers influences both the perspectives on material and process optimization and the end use of wooden furniture as well as the recycling of these products. In contrast, our results showed no statistical evidence of connections between different SDS types and the integration of ecological criteria in design. Recognition of special needs of customers valuing both high Scandinavian design and EDO could provide strategic opportunities for wooden furniture industries to recognize new global market potential and enhance their competitiveness.

Developing business opportunities for wooden furniture marketed under the Scandinavian COO brand, and forming a better understanding of customer expectations on the ecological information related to different wooden furniture SDS types, is needed. This would support developing new ecodesign strategies across the whole industry and enhancing value proposition of Scandinavian wooden furniture within different customer groups.

Research findings on the intersection of industrial brand design and ecodesign are still scarce, especially with a special focus on strategic management and sustainability marketing of companies. The results of our study provide entirely new insights on the topic especially in the context of Scandinavian wooden furniture industry.

This paper aims to focus on the re-presentation of the cultural phenomena hygge in Denmark and fika in Sweden in destination branding and address the inevitability of their essentialization through the branding process.

Three relevant semi-structured interviews with destination marketing organisation’s employees were conducted, as well as a content-based analysis of three social media channels (Facebook, Twitter, Instagram). A total of 465 posts in total were analysed (140 Facebook posts, 109 Twitter posts, 216 Instagram posts).

This study demonstrates how, when communicated through social media, intangible cultural assets are transformed into tangible elements. It explains why the re-presentation and place branding processes necessarily simplify and essentialize the destination.

Destination branding scholars have traditionally criticised the flattening and essentialization of culture in destination branding and have called for a more nuanced approach to presenting a destination. This paper situates destination branding as a process that necessitates the manipulation of the presentation of the destination, which inevitably essentializes the place; this is intended. Critical destination branding researchers need to rethink their criticisms and acknowledge the inherent essentialization goal of destination branding.

Literature on nation branding is heterogeneous and varies significantly, not only in terminological terms but also in theoretical approaches and practical application. This paper aims to conduct an extensive exploratory study that empirically develops a comprehensive nation brand framework for Palestine, with international applications as well.

Initially, a conceptual framework for developing a nation brand is theoretically designed. Subsequently, through a methodologically deductive–inductive approach and qualitative means, it tests, adapts and refines the framework based on empirical data collected from key stakeholders, such as government officials, politicians, business people and academics.

The theoretical part of the research uncovers the extant key models and core concepts, and it identifies several gaps, with the more prominent one being the lack of an integrated and widely adopted framework for developing a nation brand. The research, thus, conclusively builds a holistic strategic framework towards a distinct nation brand for Palestine, with generic/international application and value, also presenting the practical implications of the findings and identifying avenues for further research.

There are varying extant perspectives on the topic, with these different views often reflecting scholars’ and stakeholders’ methodological approaches, perspectives and even deeper ontological beliefs and convictions. This paper is original consequent to its multi-perspective approach, the strength of its theoretical foundation, the extent and methodological approach of its empirical research, the uniqueness of its focus and the comprehensiveness of the framework developed that can also be used as the conceptual cornerstone for testing in other nations branding studies as well.